Why Every E-Commerce Brand Must Understand the User Journey??
In the world of e-commerce, understanding the user journey is not just important — it’s everything.
Hi, I’m Suraj Pandey, a seasoned performance marketer with extensive experience. I help brands grow by improving their traffic and funnels. Today, I want to explain a simple but powerful concept: Your success depends on how well you understand and optimize the user journey.
What Is a User Journey in E-Commerce?
Every marketer works based on the user journey. This means the steps a person takes from seeing your ad to finally purchasing your product. In e-commerce, the journey looks like this:
- Click on Ad
- Visit Landing Page
- Add to Cart
- Checkout
- Purchase
We track these steps and analyze how many people drop off at each stage.
Let’s take a simple example:
- Clicks on Ad: 10,000
- Landing Page Views: 100
- Add to Cart: 10
- Checkout: 5
- Purchase: 1
- Average Order Value (AOV): ₹1,000
- Ad Spend: ₹1,000
- Conversion Value: ₹1,000
- ROAS (Return on Ad Spend): 1
What Happens Next?
The next day, you check the data and see that:
- CPC (Cost per Click) increased
- CPLPV (Cost per Landing Page View) decreased
- Then, CPC decreased, but CTR (Click-Through Rate) also decreased
Now you’re stuck. What’s the real problem?
Is it the audience?
Is it the ad?
Is it the funnel?
Most marketers — almost 98% — get confused at this point and start wasting money.
My Simple Theory as an Expert
I divide the user journey into two parts:
- Traffic
- Funnel
Let me explain each one clearly.
Part 1: Traffic
Traffic is how people come to your funnel. This can include:
- Facebook or Google Ads
- Social Media Posts
- Blogs
- Podcasts
- YouTube
- Emails
- And more…
Basically, you are pulling in attention from different places and sending it to your funnel (your website).
But before you drive traffic, ask yourself:
- Who is your dream customer?
- Where do they spend time?
- How can you grab their attention?
Once you know this, you’ll start bringing the right people to your website.
Part 2: Funnel
Now that people have come to your site, your funnel starts working.
A funnel is not just your website. It’s the experience you give:
- Is the product right for first-time visitors?
- Is the offer attractive?
- Is your content simple and trustworthy?
- How do you build a relationship after the purchase?
Every small thing matters.
If you are a startup or a brand not making profits yet, you need to learn from the top marketers already earning in crores in your niche.
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